Tl;dr

The Business Problem

BCA Life experienced a 17% decline in claims and benefits payments, a critical metric for an insurance company. Investigation revealed users were submitting claims for benefits their policies didn't cover, leading to rejections and abandoned claims.

The Root Cause

17 insurance products with 50+ benefit variations, but no way for users to know which benefits they actually had. The existing paper forms showed all possibilities simultaneously, forcing users to guess.

My Strategic Role

Joined mid-project after visual identity and some of development was established. Rather than simply digitizing the existing forms (the original brief), I reframed the challenge: "How do we help users navigate 50+ benefit scenarios across 17 products when they barely remember which policy they own?".

The Solution

Designed a progressive hierarchy system (Policy → Benefit → Cause) that mirrors how insurance actually works. The system filters options at each step, showing users only benefits their specific policy covers, making errors structurally impossible.

Final Impacts

• Decreased by 19.44% year-on-year paid due to stricter underwriting and better risk management.
• 27.28% reduction in submission complexity (11 steps → 8 steps).
• Error prevention at the system level (incompatible benefits don't appear).
• 20 adaptive form journeys generated from one structural logic.
• 6 claim types and 20+ benefits restructured into an intelligible system.

<aside>

Here are the shortcuts of the core discussions

• Introduction
• Problem Analysis
• Initial Challenges
• Ideation Process
• Project Constraints
• Design Solution
• Impacts & Outcomes
• Reflection
• Latest Iterations (with impacts and reflection) </aside>

Context